Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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CULTURE OF REVOLUTION · Customer Obsession If you want to engage, invoke a cultural connection REGARDLESS OF WHAT you are trying to communicate, there is a range of impact based on how you convey your message. Functional Incentive Emotional Cultural ? I M PAC T At a functional level, you could simply tell people not to litter. Going a step further, you could provide a reward or penalty. Create an emotional con- nection, and you could be remembered. But being remembered is not actually the goal. In Made to Stick, Chip and Dan Heath suggest that Iron Eyes Cody failed because he only evoked an emotional memory. To really create an impact, you'd need to make a cul- tural connection. When a cultural connection is made, your product or service becomes a reflection of your customer's lifestyle. 107

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